Wegovy’s Super Bowl LX 2026 ad, titled ‘A New Way,’ is a 90-second commercial featuring celebrities like Kenan Thompson, Ana Gasteyer, and DJ Khaled. The ad highlights the brand’s role in weight loss transformation, emphasizing a lifestyle shift rather than just medication. It aligns with Rx: Weight Loss industry messaging, using emotional storytelling and star power to boost visibility and credibility. The campaign underscores Wegovy’s position as a leading GLP-1 therapy, and how the Novo is targeting broad consumer awareness during one of the most-watched U.S. television events.
“The Super Bowl has been on our board as a moment in time that’s going to coincide with a nice window after our launch and the introduction of the product to really generate broad awareness,” said Ed Cinca, Novo’s senior VP of marketing and patient solutions, adding that the commercial is also set to air during NBC’s broadcasts of the 2026 Winter Olympics to “maintain that level of awareness and generate that level of knowledge.”
With its Super Bowl debut, Novo is joining the ranks of Novartis, Boehringer Ingelheim and Sun Pharma, all of which have also allotted some of their marketing budgets to big game placements this year—though their ads all comprise unbranded disease awareness campaigns.
